As we work to bring even more value to our audience, we’ve made important changes for those who receive Ad Age with our compliments. As of November 15, 2016 we will no longer be offering full digital access to AdAge.com. However, we will continue to send you our industry-leading print issues focused on providing you with what you need to know to succeed.

If you’d like to continue your unlimited access to AdAge.com, we invite you to become a paid subscriber. Get the news, insights and tools that help you stay on top of what’s next.

General Mills Canada account up in air after FCB merger

Published on March 05, 1998.

TORONTO -- FCB,Toronto has merged with Harrod & Mirlin, also Toronto, throwing open the General Mills Canada business.

FCB, which has worked on General Mills for the past 10 years, has resigned the account because of potential conflict with H&M's Quaker Oats account. FCB itself holds Quaker Oats business in other countries. General Mills President Christie Strauss says she hasn't yet decided what to do with the account.

The newly merged agency will be called Harrod & Mirlin/FCB with combined billings of $76 million. The H&M offices will be relocated to FCB's office in Toronto and H&M President Ian Mirlin and Exec utive Creative Director Brian Harrod will retain the same positions at the new agency.

FCB and H&M were first joined indirectly in 1996 when H&M was bought by FCB's holding company, True North Communications, Chicago. However, H&M has operated independently from the FCB network up until this time.

"This merger represents the building of a better company, not simply a bigger one," says Ian Mirlin. "With an expanded set of resources and a deeper talent pool, we are honing a company that will be more competitive here at home and better poised to take advantage of global opportunities."